Television Can Become a Digital Companion at Home
The role of the television in the home continues to evolve. Previously used primarily as an entertainment device for enjoying favourite programmes, its function is expanding to become part of a digital ecosystem that supports various daily activities. The presence of Artificial Intelligence (AI) technology, inter-device connectivity, and integration with home interior design is making the viewing experience increasingly personal and relevant to user needs.
This shift aligns with evolving consumer expectations regarding household electronic devices. While image quality was once the primary consideration when choosing a TV, modern consumers now desire an experience that is more intuitive, comfortable, and capable of adapting to their daily habits.
Harry Lee, President of Samsung Electronics Indonesia, stated that technological developments have changed how people interact with household electronics, including televisions. “If previously image quality was the main factor in determining choice, now consumers want more than just technical specifications. They are looking for a viewing experience that feels more personal, intuitive, and relevant to daily needs at home,” said Lee.
According to Lee, this change indicates that the future of technology is no longer determined solely by device sophistication, but by its ability to understand user needs and provide real benefits in everyday life. “At Samsung, we believe AI should exist not just as a technological innovation, but as a solution capable of providing real value in daily life. Therefore, AI needs to work naturally behind the scenes to provide a more seamless, meaningful, and comfortable experience for consumers,” he added.
This perspective forms the basis for Samsung’s latest innovations, including the integration of Samsung Vision AI in the premium Samsung Micro RGB television line. Through this technology, the company aims to provide a more adaptive and personalised viewing experience without requiring users to perform extensive manual adjustments.
One such capability is the Micro RGB AI Engine Pro, which allows the television to automatically optimise colours so that the image appears more accurate, vivid, and close to its original condition. This technology works behind the scenes to adjust visual quality according to the content being watched.
Furthermore, Samsung has introduced Glare Free technology designed to reduce light reflections from lamps or sunlight. This feature is increasingly relevant as more families use the living room as the centre for various home activities.
“Technology should not force users to adapt to the device. Instead, the device should be able to understand the needs of its users. That is why we continue to develop technology that can work automatically and naturally according to the context of use,” said Lee.
The use of AI is also evident in the AI Soccer Mode Pro feature, which automatically adjusts picture and sound when users watch football matches. The system can make the pitch colours appear more vivid, keep player movements sharp, and enhance the clarity of commentator audio for a more immersive experience.
Lee noted that this approach reflects the direction of the television industry, which is increasingly focused on personalising the user experience. “TVs today are no longer just entertainment devices. Their role has evolved into an important part of how families enjoy time together, express lifestyle, and conduct their digital lives at home,” he said.
The changing function of the television is also evident in the growing consumer attention to design aspects. Many users now want electronic devices that not only function well but also blend with the character and aesthetics of their homes.
Recognising this trend, Samsung is expanding the ‘Vision of Art’ concept, previously associated with the The Frame line, to the Samsung Micro RGB series. Through this approach, the television functions not only as an entertainment device but also as an element of home interior.
“We see the TV increasingly becoming part of the lifestyle and character of the home itself. Therefore, we want to provide an experience that allows the TV to transform into a living canvas that harmonises with the home interior while providing space for consumers to express their personal preferences,” Lee stated.
In addition to providing a more personalised experience, Samsung also highlighted the importance of device sustainability. Lee noted that televisions are a long-term investment for many families, so support for operating system updates is an increasingly important factor for consumers.
To meet this need, Samsung provides 7 Years OS Update support via the Samsung Tizen OS. This policy allows users to obtain evolving feature updates and usage experiences without having to replace their devices in the short term.
Amidst the increasing number of interconnected devices in the home, digital security is also a major concern. Through Samsung Knox Security, the company strives to provide protection for users’ data and digital activities, while SmartThings integration allows the television to connect with various other devices within a single smart home ecosystem.